As major subscription video on-demand (SVOD) services including Netflix and Disney+ have begun releasing ad-supported subscription tiers, there have been questions around how well consumers would tolerate ads on previously ad-free services.
Earlier this month Yahoo and Publicis Media released researching digging into this question, which found that consumers are by-and-large actually quite receptive to seeing ads in exchange for cheaper subscription fees. As a result, Yahoo expects most SVOD services will release ad-supported tiers by the end of this year, and the majority will invest in free ad-supported streaming TV (FAST) by the end of 2024.
In this interview Alice Beecroft, Senior Director of International DSP Client Partnerships at Yahoo, talked through some of the major findings from the study. She also discusses Yahoo’s focus on its DSP, having announced plans to close its SSP, and why relationships with the sell-side will remain important despite its buy-side focus. Filmed at New Video Frontiers in London.
